Independent News & Media PLC (INM) has announced the establishment of a new digital-content company with the owners of ShinAwiL, one of Ireland's leading production companies.

Offscript, the new joint venture, which will be launched in September, is subject to approval by the Competition and Consumer Protection Commission.

Robert Pitt, Chief Executive of INM, said that Offscript had the potential to be a real market disrupter by bringing broadcast quality to digital-first channels.

"By offering brands the ability to create broadcast-quality content in a mobile and flexible manner, underpinned by unrivalled distribution and robust digital analytics, Offscript will be uniquely placed to challenge in the current market," said Mr Pitt.

ShinAwiL's CEO, Larry Bass, said Offscript was a natural progression for ShinAwiL.

"We have always been at the cutting edge of television production," said Mr Bass. "Taking our storytelling and production expertise to new digital platforms with Ireland's leading media group, INM, is an exciting development."

The Creative Director of Offscript will be Steven Courtney, who joins the company from ShinAwiL.

INM, whose shares are listed on the Irish and London stock exchanges, is the publisher of a number of leading newspapers, including the Irish Independent.

Independent.ie. Ireland's number one online news publisher, has a global audience of 11.2 million unique users per month, and an Irish reach of 6.5 million.